Frictionless Friction

Facebook call it "frictionless sharing" but the recent tie-up with Spotify has had the opposite effect...

Back in September 2011 at the Facebook F8 Developer's Conference, Mark Zuckerberg introduced "frictionless experiences" - link timed to 39m47s in the YouTube video (the Spotify stuff starts about a minute later, the introduction to 'frictionless sharing', as it's later been called starts, around 33m).

Here's a screenshot from the clip of 'frictionless serendipity patterns':